He has to be kicking himself over how this went down. Perhaps he wishes now that his company was much clearer in its original statement. When Delta first announced it would be ending an NRA-specific discount, it said: “Delta’s decision reflects the airline’s neutral status in the current national debate over gun control amid recent school shootings.”

“Out of respect for our customers and employees on both sides, Delta has taken action to refrain from entering this debate and focus on its business. Delta continues to support the 2nd Amendment,” the statement added.

Delta also tweeted it would “be requesting that the NRA remove our information from their website.”

Note how there’s nothing about how little effect the discount actually had on the NRA or its members.